ADVERTISING PRINCIPLES AND PRACTICES

Course Code: BJMAD 10201                             Credit Units: 03 

Course Objective:

The unit will stress on the core concepts like segmentation, targeting and positioning. Students will learn the strategy
that goes behind creation of an ad. 

Course Contents: 

Module I: Advertising and Present Trends

PR and Advertising

Advertising tools

Marketing

Events

Module II: The Advertising Plan

Concept of a brief

Market segmentation and TA

Influence of marketing and TA on Advertising and consumers.

Module III: Ingredients of an Ad

Copywriting- meaning, definition and objectives

Copywriting- Print Media

Copywriting- Electronic Media

Guidelines for creative copywriting

Module IV: The Media Plan

Selecting communication channel

Determining the advertising budget

Deciding on communication mix

Evaluation

0Examination Scheme: 

Components P C CT A EE
Weightage (%) 5 5 15 5 70
 

Text & References: 

o The advertising Handbook: Brienley

o Advertising ,Jethwaney,Jaishri N.
o Foundation of Advertising: Chunawalla, S.A & Sethia, K.C
o Advertising : o’ Guinn, Thomas c
o Foundations of advertising: theory and practices, Chunawalla, SA & Sethia, K.C
o Advertising: Ahiya, B.N & Chhabra, S.S.